MONEY TALKS
Nanyang Technological University
The context
Money Talks, a childhood financial education campaign, was launched in January 2021 to inspire Singaporean parents with children aged 6 to 12 years to make frequent money conversations an integral part of family life.
Hear From Experts Series: Episode 1
Digital Media
Presented largely through the campaign’s Facebook, Instagram, and WhatsApp Channel, we equipped parents with informative and expert resources grounded on the three pillars of childhood financial education: Saving, Spending and Sharing.
Notably, we presented Hear From Experts, a 6-episode online video series featuring financial education experts addressing some of the key topics shaping children as young consumers today, and offering practical tips for parents to raise confident and financially literate kids.
"Families Try The Money Talks Kit" Video
Money Talks Kit
The Money Talks Kit is a free, ready-to-use financial education resource wholly produced by my team and verified by experts from the Institute for Financial Literacy. It offers a deck of Conversation Kickstarter Cards, fun activity sheets and other supplementary materials to make weekly money conversations an easy affair at home.
The Money Talks Kit, for both its physical and digital iterations, saw a total of 645 redemptions, with all 200 physical kits fully redeemed in just 2 days after registration opened.
Money-smart Parenting Webinar Recap
Money-smart Parenting Webinar
We joined hands with social enterprise FinCARE for a one-time webinar to equip parents with much-needed knowledge and skills to nurture their children’s financial literacy in the new decade.
From tackling tough money conversations to finding everyday teaching opportunities, 119 parent attendees heard from experts and opinion leaders in child development, financial wellness, and family life as they unraveled the secrets to raising money-savvy kids.
Media Features
Our success
In less than 3 months, the campaign successfully achieved all 14 KPIs. We reached almost half a million users across Facebook and Instagram, and yielded an average engagement rate (by reach) of 14.18% and 9.28% respectively – far surpassing Industry benchmarks. The campaign also recorded a 10.10% increase in parents who engaged in financial education with their children at least once a week.
Notably, Money Talks’ 16 media features included coverage on The Straits Times, Lianhe Zaobao, CNA938 and Money FM 89.3. The campaign also caught the attention of Senior Minister of State Ms Sim Ann, and Minister Gan Siow Huang.
Campaign Images
My role
As research & strategy lead and key spokesperson across all media opportunities and partnership/sponsorship pitches, I played an integral role in securing 16 media features, over S$10K in grant support, and notable partnerships. I was also heavily involved in copywriting and designing our campaign collaterals.